The English Provender Co. reinvigorates the pickle category with latest innovation

Published on 23/10/2015 by Fiona Briggs in Condiments, Product Time

The English Provender Co. has launched a range of premium pickles, set to revolutionise the stagnating pickle market and drive consumer engagement.  Building on the brand’s proven success within the wider category – the number one chutney brand in the UK with 13% market share – the product range addresses a real gap in the market and delivers an attractive alternative to current pickle offerings.

The four-strong range combines contemporary, creative combinations to deliver a distinctive range of great tasting pickles: Proper Pickle in Chunky and Finely Chopped options, Beetroot Pickle and the unique Pickled Onion Pickle. Available from Waitrose and ASDA stores nationwide from October 2015, the pickles come at an RRP of £1.50.

Made with authentic, natural ingredients that champion British produce and with no added perservatives, colours or flavours, the pickles are aimed at ABC1 consumers looking for a  quality pickle to add to sandwiches and salads.

Joanne Walsh, brand manager at English Provender Co,, said: “Our research* revealed that consumers perceive the category as old-fashioned and dull and with no innovation in recent years there was a clear gap in the market for premium, great tasting pickles.

“Our Proper Pickle range is just as pickle should be – naturally delicious with a more refined flavour and texture to appeal to time-poor consumers looking for something different. With flavours to suit individual preferences and tastes, the range has already received fantastic feedback and we’re confident it will help bring the pickle category back into growth.”

New contemporary labels will highlight the simplicity of its natural ingredients and champion British produce. With strong in-store stand out the range is presented in a slender 305g format, which stays true to EPC’s iconic premium square glass jars, for added convenience for both customers and consumers.

Walsh adds: “With 92% of UK consumers eating a least one sandwich a week*, from traditional sandwiches to burritos, paninis and toasties, our Proper Pickle range offers a strong opportunity for retailers to increase their revenue and re-engage consumers within the category. Moreover, there is huge growth potential outside the main lunch occasion, such as the consumption of pickles with salads.”

The product launch will be supported by a heavyweight PR campaign, digital advertising and targeted in-store sampling and outdoor sampling.